There’s a famous four-box diagram called the Growth-Share Matrix, from the equally renowned Boston Consulting Group. It’s designed to help you work out which of your products to cull, improve, or invest in — by plotting the rate of growth in a market against your share of that market, divided into quadrants labelled dead dogs, problem children, cash cows, and rising stars.
You don’t want to be in the dead dog space. That’s a market with low growth, where you have low market share: it’s where you’re standing over a storm drain tearing up $50 notes. It’s hard to deal with problem children (also known as “wild cats”) too: that’s a high-growth market where you have little share. (In other words, you’re being outcompeted.)
